The agency is taking briefs now for holiday releases and for reviving seasonal catalog across editorial playlists, TikTok, YouTube Shorts, paid media and PR, before the December window closes.
GLOBAL, October 12, 2026. MusicPromoToday, the global music marketing agency, today opened bookings for its holiday campaign season. The agency is working with artists, labels and catalog owners on two kinds of projects: brand-new Christmas and winter songs that need to land before December, and existing holiday recordings that deserve a second life on streaming and short video.
Holiday music behaves differently from the rest of the year. The same songs return every season, holiday playlists on Spotify and Apple Music refresh around the same weeks, and listeners actively search for seasonal music in a way they rarely do in any other genre. That makes the holiday window one of the few times when a catalog track can compete with new releases on equal footing. It also means the window is short. A campaign that starts in December is usually starting too late to shape what fans hear that season.
“Every year we hear from artists in the second week of December who want to push a Christmas song,” said a MusicPromoToday strategist. “By then most of the season’s decisions are made. Playlists have been refreshed, creators have planned their holiday content and ad auctions are crowded with retail brands. The artists who win the holidays brief in October, build assets in November and let the campaign run while everyone else is still scrambling.”
Two kinds of holiday campaigns
For new holiday songs, MusicPromoToday plans the rollout backward from the season: release timing, pitching to editorial and independent holiday playlists, creator seeding on TikTok and YouTube Shorts, and press angles that give media a reason to cover a seasonal release beyond “it’s a Christmas song.”
For catalog classics, the agency treats an older holiday recording as a fresh campaign. That can mean new short-form video assets, an acoustic or alternate version, lyric and visualizer content, and a paid push aimed at listeners who already stream seasonal music. A track an artist released years ago can be reintroduced to a new audience without recording anything new.
What a MusicPromoToday holiday campaign can include
Playlist strategy. Positioning the track for Spotify and Apple Music holiday playlists, editorial and independent. See Spotify promotion.
Short-video creators. Briefing TikTok and YouTube Shorts creators with holiday content ideas, from gift reveals to decorating videos, so the song travels inside formats people already make in December.
Paid media. Targeted campaigns across Meta, TikTok and YouTube aimed at seasonal listeners, scheduled to peak with the season rather than burn out early. See music advertising.
PR. Seasonal story angles for music blogs, local media and holiday gift guides. See music PR.
Fan capture. Turning holiday listeners into an email and SMS list so the season feeds the next release, not just December streams. See direct-to-fan strategy.
“A holiday song can be an annuity if you treat it like one,” the strategist added. “The goal isn’t one good December. It’s a track that comes back every year, picks up new listeners each time and gives the artist a reason to talk to fans when everyone is listening. That takes a plan across playlists, creators, paid and press, all pointed at the same dates.”
MusicPromoToday has planned campaigns around the release since 2012, across more than 40 markets and more than 3,000 campaigns. Holiday campaigns follow the same approach as any release: know which fans the artist is building, what those fans should do next and when.
Artists, managers and labels with a new holiday single or a seasonal catalog track can brief the team now at musicpromotoday.com/contact. Campaign acceptance is selective, and holiday slots are scheduled in the order briefs are received.
Media Contact: Joshua Primo Media Relations, on behalf of MusicPromoToday https://musicpromotoday.com
About MusicPromoToday MusicPromoToday is a global music marketing agency operating since 2012. The agency builds PR, creator, advertising and streaming campaigns around the release for artists and labels across 40+ markets, with 3,000+ campaigns delivered and selective campaign acceptance. MusicPromoToday is the agency for music promotion, marketing and building a superstar career.
MusicPromoToday strategist comments are agency commentary, not third-party endorsements.
